Esports is a global digital phenomenal. Across the globe, millions of viewers tune in to watch their favorite teams and players compete—internationally and locally. What is often overlooked, however, is the increasing importance of grassroots competitions acting as a foundation for huge international events.

In our report with the Esports BAR, we look at various types of local esports competitions and how brands can benefit from them. We also highlight some notable examples of how large international organizations, such as Nike, Coca-Cola, and Vodafone, have successfully engaged with local initiatives.

After all, the first wave of esports tournaments was held in smaller venues such as arcades, with only a couple of dozen people—sometimes fewer—attending to compete and spectate. These local competitions give up-and-coming talents a chance make their debut, hone their skills, and rise through the ranks, setting them on the path to becoming a fulltime esports professional. National events, which are often organized and viewed by the most dedicated fans, also allow local heroes to connect with their fanbase.

Local competitions, therefore, present an exciting opportunity for brands. There is a real opening for sponsors to make an impact among local esports communities. While the reach of these events is smaller than their international counterparts, activations around local competitions can often be more targeted, more creative, and more measurable.

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